The Effects of Gender-Bending on Candidate Evaluations

Abstract

A candidate's gender affects vote choice, but the manner in which candidates can influence the effects of their gender is not well understood. I address candidates’ strategies based on gender stereotypes, that is, how voters are influenced by rhetoric that is either consistent (gender-reinforcing) or inconsistent (gender-bending) with gender stereotypes. These strategic choices are particularly important because of women's underrepresentation in American politics. Employing an experimental design, I found that male and female candidates who used gender-bending rhetoric were able to overturn stereotypes by persuading and priming voters. Male candidates were particularly successful. This was contrary to prior findings that consistency—at least in terms of party—is a superior strategy. These results have important implications for understanding how gender stereotypes evolve throughout a campaign to influence voters.